Analysis of Irn-Bru in the Scottish Soft Drink Market

The assignment provides an analysis of Irn-Bru as a branded product within the context of Marketing Management. The student selects Irn-Bru for value analysis due to its significant role and cultural importance in Scotland. Justification for this choice highlights Irn-Bru's unique status, ranking third in the UK's soft drink market, and its connection to Scottish patriotism which may appeal globally. A brief background reveals Irn-Bru as a carbonated soft drink produced by A.G. Barr Plc since 1901. Originally named Strachan’s Brew, it is noted for its rust color from a trace of iron, with the product predominantly consumed in glass bottles. This case study emphasizes not only market positioning but also consumer behavior and brand heritage.

Running head: MARKETING MANAGEMENT
Marketing Management
Assignment One
Name of the student:
Name of the University:
Author’s note:

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Selecting the branded product
In this assignment, Irn-Bru will be chosen for value analysis. Irn-Bru is a carbonated soft
drink and manufacturer of this soft drink is A.G. Barr Plc.
Justification for choice of this product
Irn-Bru is a Scottish soft drink and it is described as other national drink of Scotland after
Whiskey. Irn-Bru soft drink outsells Coke in the Scotland, which makes it unique. It is ranked
number three largest selling soft drink in the UK after Coke. I have selected Irn-Bru for its value
in the Scotland market. I am originally from Scotland and now I am living in Australia. Only
thing I miss from my homeland is Irn-Bru. I believe, in this marketing study, I can show the
value of Irn-Bru in its current market by how Scotland's "other national drink" plays on the
patriotism. It obviously can pull on the contingent’s patriotism around the world also by
targeting Irn-Bru lovers in countries with Scotland communities for future growth in the
Commonwealth countries such as Australia, Canada, Bermuda, Hong Kong and many others.
Irn-Bru is enjoyed not only in Scotland but across the globe. Irn-Bru is synonymous with
Scottish Culture and most of the Scots demand that they cannot live without Irn-Bru, suggesting
that it is the best handover cure around.
Brief background of the relevant branded product:
Irn-Bru is a Scottish carbonated drink and it is produced in Cumberland, North
Lanarkshire by the manufacturer A.G. Barr. Barr introduced Irn-Bru in the year 1901 and the
product is orange in colour and some of the drink is sunset-yellow colour. This company was
originally founded by Robert Barr in the year 1875 in Falkirk and then Robert’s son Andrew first
launched this in the year 1901 (Irn-bru.co.uk 2017). At first, this soft drink was named as

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Strachan’s Brew. Coca-Cola is ranked as number one in all over the world in soft drink market
except in the Scotland. In the UK, it Irn-Bru is ranked as third as Coca-Cola and Pepsi take the
first two places. Irn-Bru contains a little iron and it is referred to as rust colour of drink and in
most of the stores, customers like to drink Irn-Bru from a glass bottle rather than a can.
Images of Irn-Bru

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Reference List
Irn-bru.co.uk. 2017. IRN-BRU | Xtra. Available at: http://www.irn-bru.co.uk/all/xtra [Accessed
on 23 Nov. 2017].